Lecture Marketing (12/e): Chapter 21 – Kerin, Hartley, Rudelius

Chapter 21 - Implementing interactive and multichannel marketing. After reading chapter 21, you should be able to: Describe what interactive marketingis and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suitedfor interactive marketing.

Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: LO 21-1 Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences LO 21-2 Identify the demographic and lifestyle profile of online consumers LO 21-3 Explain why certain types of products and services are particularly suited for interactive marketing 21­2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: LO 21-4 Describe why consumers shop and buy online and how marketers influence online purchasing behavior LO 21-5 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers 21­3 SEVEN CYCLES DELIVERS JUST ONE BIKE YOURS 21­4 CREATING CUSTOMER VALUE, RELATIONSHIPS, LO 21-1 AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE  Marketplace  Marketspace • Time Utility • Possession Utility • Form Utility 21­5 FIGURE 21-1 Trends in online shoppers and online retail sales in the United States 21­6 FIGURE 21-1A Trend in online shoppers in the United States 21­7 FIGURE 21-1B Trend in online retail sales revenue in the United States 21­8 CREATING CUSTOMER VALUE, RELATIONSHIPS, LO 21-1 AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE  Interactivity  Individuality  Interactive Marketing  Choiceboard • M&Ms Collaborative Filtering 21­9 CREATING CUSTOMER VALUE, RELATIONSHIPS, LO 21-1 AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE  Personalization  Permission Marketing • Opt-In • Opt-Out 21­10 FIGURE 21-3 Five product categories account for about two-thirds of online retail sales today —a trend projected to occur in the future 21­19 FIGURE 21-4 Why consumers shop and buy online 21­20 LO 21-4 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE   Convenience • Bots • Eight-Second Rule Choice • Offering Selection • Choice Assistance 21­21 LO 21-4 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Customization •  Customerization Communication • Marketer-to-Consumer E-mails • Consumer-to-Marketer Requests • Chat Rooms, Messaging, Social Networks 21­22 LO 21-4 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Communication • Web Communities • Blog • Spam • CAN-SPAM Act 21­23 LO 21-4 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Communication • Buzz • Viral Marketing  Embed a Message  Create Compelling Content  Offer Incentives Frito-Lay 21­24 LO 21-4 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE   Communication • Showrooming • Dynamic Pricing Control • Cookies • Behavioral Targeting 21­25 LO 21-4 MAKING RESPONSIBLE DECISIONS Who is Responsible for Internet Privacy and Security? 21­26 LO 21-4 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHEN AND WHERE ONLINE CONSUMERS SHOP AND BUY  Monday - Friday  8:00 AM to 5:00 PM 21­27 CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING LO 21-5 WHO IS THE CROSS-CHANNEL SHOPPER?  Cross-Channel Shopper • Compare Products Among Retailers • Obtain Information Not in Stores • Reduce Trips to Multiple Retail Locations 21­28 CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING LO 21-5 IMPLEMENTING MULTICHANNEL MARKETING  Multichannel Marketing  Transactional Websites • Cannibalization • Channel Conflict 21­29 CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING LO 21-5 IMPLEMENTING MULTICHANNEL MARKETING  Promotional Websites • Interactive Experiences • Separate Websites for Each Brand • Support Traditional Marketing Channel Pampers 21­30 FIGURE 21-5 Implementing multichannel marketing with promotional websites 21­31 VIDEO CASE 21 PIZZA HUT AND IMC2: BECOMING A MULTICHANNEL MARKETER 21­32 VIDEO CASE 21 PIZZA HUT AND IMC2: BECOMING A MULTICHANNEL MARKETER FIGURE IMC2 Brand Sustainability Map™ 21­33 ... Ebivalent Newbies 21 15 LO 21- 2 MARKETING INSITE Are You a Roving Node, a Mobile Newbie, or a Drifting Surfer? 21 16 LO 21- 2 MARKETING MATTERS Meet Today’s Internet Mom on a Mission 21 17 LO 21- 3 ONLINE... States 21 6 FIGURE 21- 1A Trend in online shoppers in the United States 21 7 FIGURE 21- 1B Trend in online retail sales revenue in the United States 21 8 CREATING CUSTOMER VALUE, RELATIONSHIPS, LO 21- 1... LO 21- 3 Explain why certain types of products and services are particularly suited for interactive marketing 21 2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: LO 21- 4